How we simplified employee training and automated mailings for the ski equipment rental network

Create a centralized knowledge base and automate marketing emails

1. Develop a centralized knowledge base for training employees and franchisees, which will include all the necessary information for the work of each department;
2. Analyze past promotional mailings and create new effective chains for the current season.

Problem 1:
Lack of centralized knowledge base for training employees and franchisees
Staff members required information on:

• equipment used in rentals;
• Features of work in various resorts;
• criteria for customer service;
• organization of retail outlets and contact areas;
• Use of advertising materials.

Previously, this data was scattered over a variety of documents that were often lost or inaccessible, which greatly complicated the process of learning and work.

Problem 2:
For the marketing department, it became necessary to analyze the most successful advertising mailings of the past years (in messengers and email) in order to create new mailing chains for the current season based on accurate analytics.

To solve Problem 1 we created a centralized database tailored to the needs of each department:

• Sales department: got access to sales scripts, characteristics of goods and services;
• marketing department: has full access to advertising materials and reports;
• Service department: instructions for equipment maintenance and customer service standards have been downloaded;
• Technical department: access to data on rolling equipment and its characteristics.

All this information was combined and uploaded to an encrypted Telegram channel available to employees and franchisees. Thus, access to materials became centralized and secure, which solved the problem of information loss and ensured continuity of learning.

To solve Problem 2, we conducted an in-depth analysis of the most successful advertising campaigns over the past 5 years. We studied which messages and chains generated the most response, identified the key factors for their success, and then with the help of ChatGPT we created new mailing chains adapted to the season 2024-2025.

Complexities and solutions

The main difficulty was structuring and ordering disparate data so that it was easily accessible and understandable for different departments. We solved this problem by classifying data by department and employee role, making it easy to navigate.

For marketing emails, the challenge was to pinpoint the most successful elements of previous campaigns. We conducted a detailed analysis of messages, time frames for sending and segmentation of the audience, which allowed us to create effective new mailings.